To be honest in the fast-paced world of business, securing a trademark is just the first step keeping it alive through trademark renewal is where the real challenge lies. Many businesses mistakenly believe that once a trademark is registered, their intellectual property (IP) is protected forever. However, trademarks require periodic renewal to maintain legal individuality. Trademark renewal is the legal process of extending the validity of a registered trademark. Unlike patents or copyrights, trademarks can theoretically last forever but only if renewed on time. Failure to renew results in loss of legal protection, making the brand vulnerable to infringement.
Why Renewal is More Important Than Registration
- Registration is a One-Time Process, Renewal is Forever
- A trademark registration lasts 10 years (in most countries), but renewal safeguards perpetual rights.
- Example: Coca-Cola® has renewed its trademark for over a century, maintaining its global individuality.
- Non-Renewal Leads to Brand Vulnerability
- If a trademark lapses, competitors can legally register and use it.
- Assumed Case Study: “Chicago Bulls” almost lost their logo trademark in 2025 due to a missed renewal deadline.
- Renewal Strengthens Brand Value
- A continuously renewed trademark signals market credibility and deters counterfeiters.
Trademark Renewal Process: Step-by-Step Guide
The renewal process varies slightly by jurisdiction but generally follows these steps:
Step 1: Track Renewal Deadlines
- Trademarks must be renewed every 10 years (in most countries).
- Some jurisdictions (like the U.S.) allow a 6-month grace period with late fees.
- Best Practice: Set automated reminders 2 years before expiry to avoid last-minute delays.
Step 2: Verify Trademark Status
- Check the trademark registry (e.g., USPTO, EUIPO, or WIPO for international marks).
- Ensure no oppositions or legal disputes are pending.
Step 3: Prepare Renewal Application
- Required documents:
- Trademark registration certificate
- Proof of use (in some jurisdictions like the U.S.)
- Updated owner details (if there’s been a change)
Step 4: Submit & Pay Fees
- Fees vary by country (see cost breakdown below).
- E-filing is faster (e.g., USPTO processes online renewals in 3-6 months vs. 8-12 months via paper).
Step 5: Post-Submission Follow-Up
- Monitor application status for office actions (legal objections).
- Once approved, the trademark validity extends for another 10 years.
Cost Breakdown of Trademark Renewal
| Country | Basic Renewal Fee (Per Class) | Late Renewal Penalty | E-Filing Discount |
| USA (USPTO) | 525(Electronic)/525(Electronic)/725 (Paper) | +$200 | 30% cheaper online |
| EU (EUIPO) | €850 | +25% surcharge | No discount |
| India (TMR) | ₹10,000 | +50% late fee | 10% cheaper online |
| UK (UKIPO) | £200 | +£50 | No discount |
Subsidies & Cost-Saving Options
- Small Business Discounts
- The USPTO offers 50% fee reductions for small enterprises.
- India’s Startup India Scheme provides 80% fee waivers for startups.
- Bulk Renewal Discounts
- Renewing multiple trademarks together can reduce per-class fees (e.g., EUIPO offers 15% discounts for bulk filings).
Real-World Example: How Adidas Almost Lost Its Three-Stripe Trademark
In 2019, Adidas faced a legal crisis when the European Union Intellectual Property Office (EUIPO) partially cancelled its three-stripe trademark due to non-use in certain categories. Although not a direct renewal issue, this case highlights how complacency in trademark maintenance can lead to loss of rights.
Key Takeaways from Adidas’ Case:
- Renewal V/s. Automatic Protection – Even renewed trademarks can be challenged if not actively used.
- Global Brands Must Renew in All Jurisdictions – Adidas had to re-file in some EU markets.
- Legal Battles Are Costly – Adidas spent millions in litigation to reclaim rights.
Best Practices for Hassle-Free Trademark Renewal
- Use a Trademark Watch Service
- Monitors deadlines and potential infringements.
- File Early (Not in the Grace Period)
- Avoid last-minute legal hiccups or system delays.
- Leverage Government Subsidies
- Check WIPO’s fee assistance programs for developing nations.
- Maintain Proof of Use
- In the U.S. and Canada, specimens of use (product labels, ads) must be submitted.
Renewal is the Lifeline of Your Brand
Trademark registration is just the beginning—renewal is what keeps your brand legally alive. With costs ranging from 1,000+ per class, budgeting for renewals should be a non-negotiable part of brand management.
Final Checklist for Trademark Owners:
- Mark renewal dates in your legal calendar.
- Use e-filing for faster, cheaper processing.
- Explore subsidies (Startup India, USPTO discounts).
Avoid Adidas-like battles by maintaining active use and learn more. …